12 November 2008

WA launches massive global tourism campaign

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The Western Australian government launched a massive tourism campaign to coincide with the release of Baz Luhrmann's new epic feature film, reports The Age.

The $2.2 million campaign will ride on the back of Luhrmann's new film Australia, starring Nicole Kidman, Hugh Jackman, and the great Australian landscape.

The campaign is an attempt to lure more people to Western Australia, including those from the UK, Germany, the US, and Singapore.  The campaign will use television, print, online and in-flight advertisements in these target markets, as well as domestically and in New Zealand.

Western Australia is not alone in its attempts to take advantage of the expected hype of the film; Tourism Australia also released a $40 million global campaign that appeals to young urbanites who need to rediscover themselves by going "Walkabout" in the Outback.

"The Kimberley, an unforgettable performance" and "Western Australia, the real star of Australia" comprise the theme of the advertisements, which will coincide with the film's release in each market, said Tourism Minister Liz Constable.  The ads will focus on tourism shots of Purnululu National Park, Cockburn Range and Cable Beach in Broome.

"People will be drawn very much to the landscapes of the Kimberley that are shown in the film.  So I don't think it's saturation, I think...it will be new and an eye opener to people who haven't seen this part of the world before," Dr Constable said.

Every year, the Kimberley welcomes 250,000 visitors, 40,000 of which are on an Australian holiday visa.


The Australian Visa Bureau is an independent consulting company specialising in helping people with their Australian visa application.

Article by Jessica Bird, Australian Visa Bureau.


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